Whitefriars KPI survey results
26th July 2010
Source: Whitefriars
Whitefriars is happy to share some of the key findings of its recent KPI research (fieldwork at end of May 2010) of relevance to CCP members:
Key Findings
- Whitefriars shoppers show a female skew (74%)
- 31% are under 35 years of age, which is consistent with the catchment (31%), but our largest single age cohort this time was actually the ‘over 65s’.
- ABC1s account for around 2/3rds of shoppers, again reflecting an upscale skew here.
- Average party size (1.6) has risen
- The profile of employment status shows an increase in the proportion of those of retirement age.
- More than 4 in 5 were present in Canterbury on the day of their interview ‘mainly to shop in Whitefriars’, the balance were shopping ‘elsewhere in the city’.
- More than 8 out of 10 respondents in this survey were ‘locals’. ’Day trippers’ represent an increase vs. last year and the general trend has been to see an increase in the number within this segment.
- Average travel time to the scheme (24 minutes) is higher than previous Spring results.
- Travel mode shows a sharp decline in the proportion of car users, but this trend has been evident for some time.
- The total shopping dwell time in Canterbury (106 minutes) has fallen to its lowest level across any of our Spring surveys.
- Average visit frequency to Canterbury for non-food shopping (46 times per annum) suggests a deterioration over our surveys, whilst the average visit frequency for Whitefriars itself (52 times), shows an increase.
- Shoppers continued to estimate that they had spent or would spend more than 80% of their non-food expenditure in Whitefriars, and in fact this survey suggests the highest share across any previous research.
- The main alternative location for shopping was again Westwood Cross (30%), ahead of ‘my local town’ and Bluewater, in 2nd and 3rd places respectively. Maidstone fell back this year after the rise of Autumn 09, whilst shopping ‘online’ rises to its highest, albeit still modest level.
- Catering use in Canterbury (45%) increased slightly over the Autumn 09 result and across those surveys where this is measured now appears quite stable.
